Get In the Pocket

Well, effective marketing, PR, communications, and content is all about finding the pocket in your industry. It’s knowledge of how waves form, what’s behind you as a broken wave (the existing narrative and story in your chosen market), what’s ahead of you as smooth sailing (where is the need, the want, and the desire for your project), and how to engage your own footwork (e.g. story, growth hacking, PR, and any other lever you can pull to move the needle forward).